Netflix CEO Reveals the Real Competitors Keeping Him Up at Night: “Television Is No Longer the Same”

In a candid revelation that shifts the narrative of the streaming wars, Netflix co-CEO Ted Sarandos has identified the apps that truly threaten the platform’s dominance. While industry analysts have long pitted Netflix against traditional media giants like Disney+ or HBO, Sarandos recently admitted that the landscape has fundamentally changed. The real battle isn’t just about premium drama series anymore; it is a fight for human attention against the algorithmic giants of social media and user-generated content.

Speaking on the company’s recent earnings call and in subsequent interviews this week, Sarandos dropped a bombshell regarding who he views as the “new television.” He specifically pointed to YouTube as a primary competitor, noting that the Google-owned platform has evolved far beyond its origins. “YouTube is no longer just about amateur clips and cat videos,” Sarandos explained. He highlighted that the platform now hosts feature-length films, major sporting events like NFL games, and even prestigious cultural moments like the Oscars. In his view, YouTube has effectively become television for a vast demographic, blurring the lines between social video and premium entertainment.

The numbers back up this anxiety. Sarandos noted the staggering financial power of short-form video, specifically mentioning that Instagram Reels now generates tens of billions in annual ad revenue. This massive influx of cash and viewership proves that the “attention economy” is shifting away from the traditional 40-minute TV episode format. The threat is multifaceted: Netflix is no longer just competing for subscribers’ wallets, but for the finite minutes in their day. “We are competing with them in every sense—for talent, for advertisers, for subscribers, and for every form of content,” Sarandos stated.

This perspective aligns with Netflix’s recent strategic pivots. The company is currently testing a vertical video feed for its mobile app, a direct response to the “TikTok-ification” of media consumption. By introducing short, swipeable clips from their library, Netflix hopes to capture the engagement of younger users who are accustomed to the dopamine loops provided by ByteDance and Meta. Sarandos emphasized that the company is fighting for engagement across a broad spectrum that includes streaming, broadcast, cable, gaming, and the video platforms of big tech companies.

The admission comes at a critical time for Netflix, which is in the midst of a massive potential expansion. The executives defended their controversial move to bid for Warner Bros. Discovery assets, a deal that has shaken the industry. Sarandos argued that acquiring such a deep library of intellectual property is necessary to maintain a competitive edge against these tech giants. “Our deal with Warner Bros. will strengthen the market and ensure healthy competition that will benefit consumers,” he assured investors, framing the acquisition not just as growth, but as a survival tactic in a market where “TV” is being redefined by apps on a phone screen.

About the Player: Ted Sarandos and the New Netflix Era

For those unfamiliar with the man behind the strategy, Ted Sarandos has been a pivotal figure at Netflix for over two decades. Often credited as the architect of the company’s “Originals” strategy, he was the force behind the acquisition of House of Cards in 2013, which effectively launched the modern streaming era. Rising from Chief Content Officer to co-CEO (alongside Greg Peters), Sarandos is known in Hollywood as the bridge between Silicon Valley tech and traditional Tinseltown glamour. He has recently been pushing the streamer into live events, a territory previously dominated by cable TV.

What’s Next for the Platform?

Netflix has been busy diversifying its portfolio to fight these new threats. Viewers may recall the massive global attention garnered by the recent live boxing match between Jake Paul and Anthony Joshua, a spectacle that, despite some technical hiccups, proved Netflix could draw Super Bowl-sized audiences. Looking ahead to the rest of 2026, the platform is doubling down on live sports and event television.

• World Baseball Classic: Netflix has secured rights to stream the tournament in select territories (launching in Japan in March 2026), marking a significant step into live sports broadcasting.
• Video Podcasts: To compete with YouTube’s dominance in the talk format, Netflix is rolling out a slate of video podcasts, allowing users to watch or listen to their favorite creators directly on the service.
• Gaming: The platform continues to expand its “Netflix Games” library, offering titles based on hits like Squid Game and Stranger Things to keep subscribers within the ecosystem between season releases.

This aggressive expansion into live sports, gaming, and short-form video underscores the reality that the company is no longer just a “movie and TV show” service. It is morphing into a comprehensive entertainment hub designed to keep you from ever needing to switch apps.

We want to hear your take on this shift in the entertainment landscape—do you find yourself spending more time scrolling through YouTube and TikTok than watching actual TV shows on Netflix? Share your thoughts in the comments.